Event marketing used to be a rich brand’s game.
You needed deep pockets and weeks of lead time if you wanted to materialize at a trade show, festival or pop-up event. Smaller businesses were resigned to tacky banners and last-minute constructions that looked … cheap.
But things have changed.
Thanks to today’s print technology, small businesses can arrive to events dressed to impress just like the big guys — without breaking the big guys budget.
Here’s how it’s happening…
Here’s The Game Plan:
- Why Events Still Matter For Small Businesses
- How Print Technology Has Changed The Game
- 5x Ways Modern Printing Is Reshaping Event Marketing
- Tips To Get The Most Out Of Your Event Print
Why Events Still Matter For Small Businesses
Events are still one of the best ways to grow a small business.
Why? Because in-person works better than almost every other marketing channel. Consumers purchase from humans. An event places your brand in front of live, engaged buyers.
And the statistics prove it. Recent research found that 82% of attendees prefer in-person events over virtual ones. That’s a large crowd willing to connect with brands they love.
But here’s the thing…
It can be difficult to stand out at a crowded event. Hundreds of booths are competing for the attention span of attendees who may only spend minutes at your table. You need something that commands attention.
This is where a heavy duty canopy tent becomes your best friend. Nothing is more visible than a properly printed canopy at your event. It’s your brand on a 10ft tall billboard that everyone notices from across the room. And with Custom Canopy Printing Fast you can have a fully branded heavy duty canopy tent ready to go for your next event. Even if it’s only days away. Throw on some killer graphics and you have a crowd puller.
Pretty powerful for a small business, right?
How Print Technology Has Changed The Game
Print technology used to be slow, expensive and clunky.
If you wanted a custom banner or canopy, you had to:
- Pay a high minimum order
- Wait 2-4 weeks for production
- Settle for limited colour and design options
Not anymore.
Digital printing technology has revolutionized small business event marketing. Due in large part to demands for rapid, personalized, short-run print jobs, the digital printing market will reach $63.89 billion by 2035.
What does that mean for you?
It means that you can now order a single custom canopy, have it printed in bright full colour and shipped to you within days. No massive minimum orders. No exorbitant prices. No quality sacrifices.
Wow, that’s big change for small businesses that couldn’t hold their own against corporate event productions before.
5x Ways Modern Printing Is Reshaping Event Marketing
Alright, now for the main course. Five ways contemporary print technology is impacting small business event marketing.
Faster Turnaround Times
This is the biggest change.
Traditional screen printing used to take weeks to complete. With today’s technology of digital printing and dye-sublimation printing you can have your event setup ready to go in 2-5 days. If you’re really in a hurry some printers can even do it within 24 hours.
It means you can respond to opportunities. Find out about something going on next weekend? Bring your completely branded setup.
Custom Designs Without The Custom Price Tag
Custom used to mean expensive. Not anymore.
Digital printing requires no setup fees or minimum order quantities like traditional printing methods. This allows a small business to:
- Order a single banner with a unique design
- Print one canopy for a single event
- Test different designs without paying for huge runs
This is revolutionary for companies that can’t invest $5,000 into marketing pieces.
Better Materials That Actually Last
Modern print materials are leagues ahead of what was available 10 years ago.
UV resistant inks, waterproof fabrics, fire rated canopies and rip-proof banners are now available. This means your investment won’t be ruined after a single rainy day event.
A good heavy duty canopy tent should last you years — not one season.
Smaller Print Runs, Bigger Impact
Here’s something small businesses love…
Say goodbye to minimum order quantities. With digital printing you can order what you want when you want it. Need to print 50 brochures for your booth? No problem. How about 5x table covers in different colours? Sure thing.
Allows small business to stretch their dollars and still compete with the big boys.
Print That Stands Up To Anything
Outdoor events are brutal on print materials.
Sun, rain, wind, dust — they all wear things down. Modern printing technology involves industrial strength fabrics and weather resistant inks designed to withstand the elements. With the right printing, a good heavy duty canopy tent should last through scores of events before showing signs of fade.
That’s a serious upgrade from the days when one storm could ruin your booth.
Tips To Get The Most Out Of Your Event Print
Awareness of the technology is one thing. Proficiency with it is something else. Here are a few tips:
- Keep your design clean. Huge bold logos trump cluttered designs every time at tradeshow booths. Let them see your brand from 30ft away.
- Stick to brand colours. Coordinate your canopy, banners and table covers so it looks like one uniform set up.
- Booth canopies should be your first purchase. They are the largest portion of your booth that people will see. Also, it’s difficult to order canopies once the tradeshow is upon you. Make sure you get them right.
- Order early when possible. While turnaround times are quick, order a week or two in advance to allow time to make corrections if needed.
Design that catches the eye is important. 48% of exhibitors believe that eye catching displays draw the biggest crowds. That means your design is one of the biggest investments you can make for an event.
Final Thoughts
Modern print technology has levelled the playing field for small businesses.
Say goodbye to needing a large marketing budget to show up at events professionally. Digital printing, weatherproof materials and quick turnarounds allow you to compete with brands 10x your size — and beat them.
Purchase quality. Buy a nice heavy duty canopy tent, get some coordinating banners and table covers and you have an event setup that will return your investment hundreds of times over.
Events remain a killer growth channel. As recently as 2024, the U.S. trade show industry reached $15.78 billion. That means opportunity for small businesses.
Don’t miss the boat. Print tech today allows you to jump right in.
